Morgan Stanley guru Mary Meeker presented a new deck at Web2.0 yesterday, using her great data to frame 10 questions every internet exec should ask and answer. As ever she nails the key questions - and mobile is central to this.

This thinking is central to what we are trying to do for our clients - help them seize the huge opportunity that mobile is delivering.

It's clear to me that any digital media ( PC or Mobile) will move to exchanges - it's just not possible to unlock the value of digital targeting through the age old media model of people talking to people.

Given the size of the PC world media market and its consequent sloth, I think mobile is most likely to drive this area.

So far we have seen lots of action the sell side of mobile and we expect to see similar activity on the buy side - probably around the exchanges idea. We're very interested to people making movies in this space - please get in touch

In our view mobile is coagulating around a
small number of key platforms that will dominate the next decade - on both
mobile and on the PC web. In our opinion those platforms are Apple,
Google/Android, Nokia and Microsoft - and the health and wealth of all the
other players will depend on their relationship with these platforms. Which is why the operators and the other handset manufacturers are so keen to retain their current place in the pecking order.

For example Adobe Flash are really keen to
be the write once run anywhere development platform - but until they sort a way
of working with Apple they will struggle.

Facebook will continue to be a key player
but with 100 million mobile users we expect them to start to flex their muscles
before too long; they will remain platform agnostic but could we see them do an Apple/ Google and launch their own handset?

The operators are seeing their ondeck audience evaporate and are really keen to develop their relationships with their customers to prevent them morphing into dumb pipes - and it may be that their role in facilitating mobile advertising and content can prevent this?